“We are easily influenced in which few product attributes we use to make a comparison”

When choosing between competing products, we find it hard to compare on complex aspects. We even find it hard to use more than a few simple comparison attributes. Therefore we tend base comparisons between competitors on just a couple of easily comparable criteria.

Being presented with a clear and specific set of attributes focuses our attention on these criteria, causing us to base our subsequent choices primarily on these criteria, ignoring other relevant ones.

 
Scientific research example:
Imagine you’re a student and you have to register for the